Pierce Mattie Public Relations New York

It's no surprise that the spa market has been hit hard during the economic windfall our country has been in for the last few years. Booking a spa treatment, often seen as a luxury-type item rather than a complement to wellness, is the last thing on most consumers minds when they are finding themselves in the midst of wondering how to make their next mortgage payment or if they have job security. So how can local spas retain current customers, bring in potential new ones and increase product sales?

1. Offer incentives: Consumers live for discounts, freebies or any other incentive that gives them more value for their money. This is one reason that gift with purchases incentives are highly successful. Not only does it get them to purchase an item, but puts other items in their hands for potential repeat-purchases in the future. This could be, "20% discount for facials booked for any Tuesday of the month," or "Book a massage by X date and your next pedicure is on us!"
   
   The point: Get them in the door. Sometimes consumers are on the fence about booking a treatment and only need a little nudge to do so. Incentives can be anything you can dream of, from a deep discount to date/price/time/treatment specific value. 
   
   
2. Get social. Sometimes I feel like I am preaching to the choir, but then I come across spas and spa brands who are still NOT involved with social media. Your consumers are looking for a point of contact, a knowledge base and most of all, a relationship with you. Current customers already trust you, so engage them via their social networks. Conversation brings about awareness of other treatments and products you offer, as well as pointing new potential consumers your way.
   
   The point: Your competitors are already online and building those important relationships, why aren't you? Social media is not difficult to step foot into, however, don't underestimate the power and influence it can have on your business.
   
   
3. Team up. You already have relationships with the brands you sell in-store, why not utilize them? What about reaching out to local dermatologists or health care providers to host a health and wellness event that will benefit you both? By partnering with existing spa brands and regional professionals, you extend your reach to like-minded consumers who may not have considered you otherwise. Cross promotional partnerships can be very cost effective and have long term value.
   
   The point: Strategic partnering with niche industry professionals will not hurt your business, but will only enhance it.